Keyword Matching Options

Keyword matching helps you control how precise a user's query must be for your ad to show up. Using the right keyword matching will help you reach the right audience.

Keyword matching is a simple strategy used to target the right audience, reduce unnecessary clicks and increase your ROI (Return On Investment).

Types of keyword matching options

There are four types of Keyword Matching Options are available, and as follows:

1. Broad Match:

A match where your ad would show up for a query irrespective of the words included and the sequence given in the query, i.e. you add your keywords to an engine without any specific keyword match, it would automatically be considered as broad match. Broad match is also considered with keywords containing plurals and synonyms.

This simply means that your ad would show up even if the similarity between the keyword given by you and the keyword in the user's query is least.

Broad match is beneficial for brand – building and getting lots of visitors. But it is least beneficial in getting only targeted visitors.

2. Phrase Match:

A match where your ad would show up for a query only if the query contains the keyword or phrase in the exact sequence as given by you. (The query may have additional term preceding or following the keyword or phrase).

Phrase match gets more targeted visitors than broad match.

To enable phrase matching enclose the keyword or phrase in quotation marks.

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